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Consumer Behavior - Research Paper Example
Author : paucekalene
Pages 4 (1004 words)
Name: Instructor: Course: Date: Theories of Consumer Behavior and effect of the Media Media possesses the potential to affect how consumers view diverse aspects of their life. These effects could range from the way they view society to their view on relationships, which could have a significant impact on the behavior of consumers (Walters 18)…
This can be seen in the way that films and cinema in general are advertised to induce consumers or groups of consumers to listen to specific points of view about the films, while blocking out other views (Walters 19). This paper seeks to focus on three theories of the media’s effect on consumer behavior. These are two step flow theory, hypodermic needle theory, and cultivation theory. These theories will be considered alongside how they affect cinemagoers. The hypodermic needle theory is also referred to as the magic bullet theory. This theoretical model implies that mass media portends a powerful, immediate, and direct effect on audiences (East et al 121). This was especially so in the 40s and 50s, during which cinema attendances were at their peak, and several factors contributed to the media’s strong effects during this period. First, television and radio saw a fast rise and increased popularity among consumers. In addition, the persuasion industry, which consists of propaganda and advertising, also saw an increase in use. This theory contends that it is possible for mass media to influence a large and diverse group in society through uniformly “injecting” them with specific and appropriate messages to trigger the response they desire (East et al 122). ...